Who’s winning China’s social media-led sports market?

As the mainland’s sports market accelerates toward a RMB 5 trillion ($699.52 billion) valuation this year, it’s becoming a dynamic social force driven by connection, influence, and commerce. As the ecosystem grows, it’s turning participation into narrative, and, experts argue, narrative into measurable sales. “I’d put money on the fact that social currency has become one of the most valuable forms of brand equity in China, especially in the fitness and sports space, similarly to what we're seeing globally,” says Andrew Spalter, founder and CEO of East Goes Global, a digital agency helping the Western talent, brands, and sports reach Chinese consumers globally. “Belonging to a run club, joining a brand-hosted workout, or posting from an exclusive event isn’t just about fitness: it’s a statement of identity and aspiration.” Nike’s recent After Dark Tour in Shanghai demonstrated how effective this model can be. Framed as a women-first running experience, the 10km night event attracted more than 12,000 sign-ups for just 3,500 slots, generating over 11 million views online and driving a 35% increase in traffic to Nike’s Tmall sports category. The run was only the beginning, with the true impact hinging on the campaign’s emphasis on inclusivity, shareable moments, and cultural relevance — all with conversion built into the experience. China’s new fitness formula Nike’s viral initiative reflects a broader shift in China, where sport is increasingly framed as a lifestyle category that merges participation, self-expression and community. It’s a dynamic Spalter identifies as especially resonant among younger Chinese consumers, for whom identity is often shaped through shared movement and social engagement. In response, other Western players like Lululemon are taking a similar direction. In May, the brand marked the 10th anniversary of its Align line with a series of offline events, including a large-scale “Align 10th Anniversary Carnival” at Beijing Workers’ Stadium and yoga classes across 43 cities. The release of its new Align No Line high-rise leggings — designed with a flatter waistband and minimal seams — was embedded into the activation. The strategy aimed to connect product innovation with community engagement in a way that felt timely, localised, and commercially effective. The numbers reflect the momentum. In FY2024, Lululemon reported 41% YoY revenue growth in mainland China, ending the year with 151 stores in the region. Global net revenue reached $10.6 billion, a 10% increase YoY. Across-the-board opportunities China is proving to be a high-opportunity market for fitness, not only because of its growing consumer base, but also because of how sport is being culturally redefined. According to China’s National Bureau of Statistics, just under half of residents participated in physical exercise in 2024; an 18.7% increase from 2018. As participation rises, the meaning of fitness is shifting away from results and toward shared experience. That transition is reflected in the rise of formats like Hyrox, a competitive, team-based workout that prioritises group performance and camaraderie. “Expect community-driven sports to thrive as this trend solidifies its roots in 2025,” Luis Alciturri, senior account manager at Mailman, a China-based digital sports agency, predicted in January. Run clubs are also emerging as a key expression of this shift. In major cities like Hong Kong, groups such as She Runs and Shelter Athletics have amassed strong cult followings, combining social connection with branded merch drops and community-led events. The success of local run clubs is no fluke. Across the mainland, interest in running is scaling fast: during a single weekend in April last year, more than 50 marathons took place across the country, drawing close to half a million participants. This growing appetite for community-led sports is also being supported at a policy level. China’s Ministry of Commerce, alongside 11 other government agencies, recently launched the Action Plan to Promote Healthy Consumption, which outlines a series of initiatives to grow the sports and outdoor recreation sectors. These include promoting fitness tourism, integrating sport into commercial zones, and expanding access to high-quality sporting goods — particularly smart and portable fitness equipment. In it for the long run For brands, the opportunity lies in designing experiences that serve both commercial and cultural relevance. Swiss brand On is an example. Across China, the company has prioritised on-the-ground engagement through events, club partnerships, and athlete support. In February, for instance, On became a strategic partner of running club IchallengeLab (挑战者俱乐部), providing training support and gear sponsorship, and combining performance credibility with community investment. Most recently, the brand brought tennis icon and partner Roger Federer to Shanghai for an event with children from the Yunnan Wild Elephants Tennis Club, a grassroots programme supporting young athletes in rural China. The activation not only strengthened On’s social credentials, but generated high-impact media buzz. “[On] has invested in offline retail experiences, which have become key to building deeper connections with Chinese audiences and fostering communities for new and seasoned runners,” Arnold Ma, CEO of China-focused marketing agency Qumin, told Jing Daily last year. Digital platforms like Xiaohongshu (also known as RedNote), Douyin and Tmall also help to extend these moments beyond the physical event, says Spalter. “It inspires FOMO (Fear of Missing Out), creates a feedback loop of aspiration, and can directly drive interest in products or future events,” Spalter adds. “The smartest brands treat apps like Xiaohongshu as a testing ground and storytelling platform all at once, mixing community, commerce, and culture.” This year, a new blueprint is taking shape across China’s sports scene, one that links physical participation to digital storytelling, and storytelling to commercial impact. While pricing and product innovation still matter to local consumers, the journey to purchase increasingly starts with emotional connection and ends with measurable engagement. As a result, competition is intensifying, with Nike and Lululemon setting the pace, argues Spalter. But both global and local players — like Adidas, focusing on yoga and women-led training with local instructors, and Anta and Li-Ning, blending national pride with performance and hosting inclusive training events — are raising the bar. In a market where product, purpose, and presence all count, only brands with a full-court strategy will stay in play.

Who’s winning China’s social media-led sports market?

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Published June 20, 2025

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Who’s winning China’s social media-led sports market?